The R&D/marketing interface: Results from an empirical study of innovation projects
- 1 November 1978
- journal article
- Published by Institute of Electrical and Electronics Engineers (IEEE) in IEEE Transactions on Engineering Management
- Vol. EM-25 (4) , 88-93
- https://doi.org/10.1109/tem.1978.6447302
Abstract
Explores the effect of organizational factors which characterize the interface between marketing and R&D, with respect to the innovation process. The basic premise is that the degree of collaboration/integration between functional units, such as marketing and R&D, has a profound influence on the success/failure outcome of innovation projects in industrial settings. Several important variables which influence the quality of the R&D/marketing interface are defined. These variables are related in an overall model which identifies several actions managers can take to improve the quality of the interface.Keywords
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